Browsing by Author "Herath, H. M. R. P."

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An Exploration of Contemporary Issues of Supply Chain Management: A Case on Pharmaceuticals Manufacturing Industry in Sri Lanka
(2020) Gunawardana, D. M. B. P. P.; Herath, H. M. R. P.
Supply Chain Management (SCM) has a crucial role in facilitating production, marketing, logistics and purchasing processes of an organization since it may focus on the management’s attempts to maintain or build competitiveness in changing environment of those. This study was carried out as qualitative cross-sectional multiple case studies using semi-structured interviews to collect data. Case studies were chosen on the judgmental non-probability sampling method to explore contemporary issues and the reasons of SCM in the pharmaceutical manufacturing industry of Sri Lanka. It further tried to recommend the solutions to mitigate those issues to increase the effectiveness of the pharmaceutical supply chains. Interviews were conducted with the employees who are responsible for SCM from each case study. A thematic analysis was carried out to achieve the purpose of the study using Nvivo 12. Unpredictable lead time, no proper guideline or standards in custom for pharmaceutical product regulations, lack of temperature control in warehouses at custom, underutilization of human resources consuming, delaying duty waiver and other regulatory approval from the National Medicines Regulatory Authority (NMRA), frequent changes of the NMRA guidelines without any grace period, technical knowledge gap of employees for R&D, and challenge from generic competitor products from other countries were identified as the major drawbacks in SCM process of pharmaceutical supply chains in Sri Lanka. Further, failure to identify correct raw materials suppliers, issue of Minimum Order Quantity (MOQ), buffer stock maintenance issues, no proper reverse logistics management procedures, shortage of approved vehicles for transportation, finding of trustworthy local packing materials suppliers, forecasting errors, and communication gap or language barrier of employees also slower the effectiveness of supply chains.
Factors Affecting Consumer Acceptance of Omni-channel Approach with Special Reference to the Supermarket Sector
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022) Jayamal, S. K. D. I. U.; Herath, H. M. R. P.
This research study aims to understand the factors affecting consumer acceptance towards an Omni-channel approach, specifically within the supermarket sector. Conducted with 198 respondents in the Colombo District of Sri Lanka, the study employed a quantitative methodology. Five dependent variables: perceived usefulness, perceived ease of use, perceived compatibility, cost, and risk were tested for their influence on the independent variable, intention to use. The results indicated that perceived usefulness, ease of use, and compatibility have a significant positive impact on consumers' behavioural intention to use an Omni-channel approach. In contrast, cost and risk do not have a significant impact. The study revealed that perceived compatibility is the most salient factor in determining consumers' behavioral intention to use an Omni-channel approach. Additionally, general findings such as awareness of the Omni-channel approach, frequency of use, and respondents' most preferred channel approach were included. This research provides recommendations, suggestions, and insights for marketers and businesses in designing their channel strategies when introducing a novel approach like the Omni-channel approach in the supermarket sector. Furthermore, it offers useful insights for researchers for further investigation in this area.
Factors Affecting on Customer Retention in Mobile Telecommunication Industry in Sri Lanka
(Department of Marketing Management, University of Kelaniya, Sri Lanka, 2017) Dassanayake, D. K. N. P.; Herath, H. M. R. P.
It is obvious that customers are important stakeholders in organizations and their retention is a priority to the business. From the years, mobile telecommunications industry is evolving drastically by creating utmost competition resulting an increased level of customer penetration throughout years. Maintaining existing customers are less costly than acquiring new customers, thus this study is focused to identify factors affecting on customer retention and measure the impact of each identified factor on customer retention. Based on the literature, network quality, customer experience and perceived price are important factors that decides the level customer retention. Primary data were collected through survey method and sample techniques applied was convenience sampling and sample size is 384. The developed hypotheses were tested using Multiple Regression analysis in SPSS. All the hypotheses were accepted proving that network quality, customer experience and perceived price have a significant impact on the level of customer retention.
Factors Affecting on the Behavioral Intention to Use Mobile Banking Application among the Western Province of Sri Lankan Customers
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Wickramasinghe, K. P. K. L.; Herath, H. M. R. P.
Providing pioneering facilities is an essential factor for attractiveness of the banking industry. Mobile banking application is such an innovative service. Through this, all the banking customers will be able to make banking activities more quickly and conveniently than traditional banking. Mobile banking service provides convenience, true mobility, speed, and environmentally friendly service. However, Sri Lankan consumers do not accept this innovative service, and there is a conflict to use or less use this service. Therefore, this research aims to study the factors affecting the behavioral intention to use mobile banking applications among the western province of Sri Lankan customers. The study observed perceived risk, trust, convenience, and relative advantage as independent variables and behavioral intention to use mobile banking applications as the dependent variable. This is a quantitative research study where a structured questionnaire was disseminated among 384 mobile banking application users in the western province, a sample selected through a convenience sampling method. Correlation and multiple linear regression analysis were used to analyze the hypotheses. The results revealed that trust, convenience, and relative advantage positively influence and perceived risk negatively influences behavioral intention to use mobile banking application. Furthermore, this study has provided an avenue for the Sri Lankan government, banking authority, software engineers, and service developers to improve behavioral intention to use mobile banking applications to increase consumers’ self-confidence to use mobile banking.
Factors Affecting on Working Women’s Attitudes: With Special Reference to Convenience Food Industry
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Harshamali, K. K. D. R. P.; Herath, H. M. R. P.
This study focuses on examining factors that effect on working women’s attitudes and their individual impact on working women’s attitudes in convenience food industry. Throughout the last decades, there has been a remarkable growth in women employment in Sri Lanka and the consumption of convenience food products also has significant increase. This study therefore has been conducted with a sample of 110 working women in Gampaha district and their responses were gathered through an online questionnaire. Data has been analyzed using multiple regression model and results showed that ‘Convenience’ variable has a significant positive effect while ‘Health consciousness’ and ‘Price’ has negative impact on working women’s attitudes. Variables such as ‘Familiarity, Mood, Sensory variables’ have positive but not significant impact on their attitudes towards convenience food products. The findings on the study can be useful for marketers who are in the convenience food industry to develop effective strategies and identify promotional tools according to customer needs.
The Impact of Advertising Appeals on Purchasing Intention with Special Reference to Social Media Advertisements of Mobile Data Packages in Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022) Vimukthi, U. Sahan; Herath, H. M. R. P.
In today's highly competitive business environment, marketers heavily rely on advertising to maintain a competitive edge. The mobile data service market in Sri Lanka is a sector where market players predominantly compete through advertising. The selection of the most suitable advertising appeal is crucial when designing and executing advertisements, as inducing purchase intention is a primary objective. Thus, this study aims to investigate the impact of social media advertising on purchase intention within the mobile data market in Sri Lanka. This research focuses on quantitative data, with a sample of 384 respondents selected on a convenience basis. The sample comprised Sri Lankan mobile data package users or potential users residing in the Western Province, primarily between the ages of 18 and 35. Primary data were collected using a well-structured questionnaire and analyzed with SPSS 26. Factor analysis was employed to assess the reliability and validity of the study, while regression analysis was used to evaluate the impact and significance of various advertising appeals on purchase intention. The findings indicate that both rational and emotional appeals significantly influence purchase intention. However, it was found that rational appeal has a substantially greater positive impact on purchase intention compared to emotional appeal in the context of mobile data package advertising in Sri Lanka.
The Impact of Celebrity Endorsement on Consumer Purchase Intention: With Special Reference to Cosmetics Industry in Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Sammani, H. D.; Herath, H. M. R. P.
This article focused on investing the impact of celebrity endorsement on consumer purchase intention in cosmetics industry of Sri Lanka. The cosmetics business in Sri Lanka has been steadily growing in recent years. Today companies are using celebrity endorsement as a marketing strategy to influence the consumer purchase intention. Based on the literature this study therefore investigates the impact of celebrity endorsement with the dimensions of attractiveness, expertise and trustworthiness on purchase intention of the consumers. This research follows a quantitative approach and it is also based on analysis of primary data. The data were collected from questionnaire. Target population is all the women aged from 18 to 40 people who live in western province and this study used SPSS software for analysis data. The research revealed that there is an impact on celebrity endorsement on the consumer purchasing intention via the dimensions of celebrity attractiveness, expertise and trustworthiness and it is a positive impact. The findings would useful for the cosmetics industry in selecting the correct dimensions of Celebrity Endorsement to ensure a higher likelihood of purchasing their products.
The Impact of Consumer Attitude Towards Use on Continued Intention to Adopt E-Learning, in Sri Lankan A/L Private Tuition Industry: Moderating Effect of Information System Success
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022) Fernando, P. U. S.; Herath, H. M. R. P.
This article aims to analyze the impact of Consumer Attitude Towards Use (CATU) on Continued Intention (CI) for e-learning systems, with Information System Success (ISS) serving as a moderating variable within Sri Lanka's private tuition industry, specifically in the Western Province. The private tuition industry is a crucial area for research due to its established presence and the lack of statistical insights owing to limited research. Following the imposition of online education during the COVID-19 pandemic, many learners have continued with online classes even as conventional classes resumed. Online learning has thus become a new norm. The study examines how Continued Intention (CI) is influenced by Perceived Usefulness (PU), Perceived Ease of Use (PEOU), and Confirmation (C), considering the impact of Information Quality (IQ), System Quality (SYQ), and Service Quality (SQ) collectively as Information System Success (ISS). An integrative model was developed based on a literature review. Data were collected from 382 respondents through an online questionnaire, and SPSS version 22 was utilized to test the hypotheses. The findings indicate that the relationship between Consumer Attitude Towards Use (CATU) and Continued Intention (CI) is not particularly strong. Additionally, the moderator analysis revealed that Information System Success (ISS) does not significantly affect the relationship between consumer attitudes and their propensity to continue using e-learning systems.
The Impact of Corporate Social Responsibilities and Consumer Awareness on Consumer Purchasing Intention with Special Reference to FMCG Industry in Sri Lankan Context
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024) Ushara, D. M.; Herath, H. M. R. P.
In the dynamic landscape of the Fast-Moving Consumer Goods (FMCG) industry in Sri Lanka, this research aims to investigate the intricate relationships between corporate social responsibility (CSR) initiatives, consumer awareness, and their combined impact on consumer purchasing intentions. The study seeks to unravel the nuanced factors that shape consumer behaviour in the context of CSR practices adopted by FMCG companies and the level of awareness among consumers in Sri Lanka. As a quantitative research strategy, it used a structured questionnaire to obtain primary data from the sample. In the sample population, there were 140 respondents. The findings of this research can provide valuable insights to FMCG companies in Sri Lanka, aiding them in crafting effective CSR strategies that resonate with consumer values and preferences. Additionally, it contributes to the broader academic discourse on the intersection of corporate social responsibility and consumer behaviour in emerging markets.
Impact of Emotional Appeal Advertising on Consumer Brand Relationship of Vicenarians: Mediating Effect of Consumer Attitude towards Advertisement
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024) Dawood, A. F. J. S.; Herath, H. M. R. P.
The study was conducted to investigate the impact of advertising strategies, specifically emotional advertising, on consumer-brand relationships. Consumer-brand relationships are defined as initiating, developing, influencing, and nurturing relationships between existing consumers and potential consumers that comprise brand love, brand intimacy, brand passion, brand commitment, and brand loyalty. Advertising is a vital and necessary industry in marketing. Therefore, the impact should be measured in different areas. It has adopted a research model followed by a systematic literature review. As a quantitative research strategy, it used a structured questionnaire to obtain primary data for sampling. Because of that reason, the best uses of appeals in advertising, which are humor, romance, fear, and guilt, are measured using a systematic methodology to figure out the impact of emotional appeal advertising on consumer-brand relationships. An important finding the study figured out is that romance appeal adds rich and deeper meaning to the product and brand context when it is used in high intensity. Also, fear appeal is powerful, but in order to convert it into purchase intention, there are two factors to be met: the fear highlighted in the advertisement should relate to target group’s personal phobias, and the solution, which is that the brand or product should be convenient to use and obtain. In the Sri Lankan context, the impact of emotional appeal advertising on the consumer brand relationship of vicenarians (20–29 years old) with special reference to the FMCG sector in Sri Lanka has yet to be better understood.
The Impact of Emotional Brand Attachment on Brand Equity of Baby Skin Care Products: With Special Reference to Young Mothers in Colombo District
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Indrarathne, H. S. R.; Herath, H. M. R. P.
This study aims to analyze extent to which emotional brand attachment impacts on brand equity of baby skin care products with special reference to young mothers in Colombo districts. Based on the reviewed literature, there are three factors that were identified as affection, connection and passion that affects to the brand equity in relation to emotional brand attachment. The study was conducted as a quantitative study and it data collected from 385 respondents of a selected sample of young mothers between ages of 18-35 in Colombo district through a structured questionnaire. The data were analyzed using descriptive statistics and regression analysis with the help of SPSS 23 version of statistical software to test the hypothesis. The findings demonstrate a positive effect that passion, affection and connection has on the brand equity and overall the significance positive effect that the emotional brand attachment has on the brand equity of baby skin care products from young mothers’ perspective. The findings of the study have further elaborated that young mothers are highly brand concerned and they are well aware of brands and their functional benefits. The findings of the study contribute to add value to the various existing marketing theories and can be applied for various marketing strategies in Sri Lankan context to gain insights for policy makers and sound source to grab and retain customers in the organizations.
The Impact of Employees Trust and Distrust in Organizational Leadership in Transforming the Sri Lankan Private Higher Education Industry
(Faculty of Commerce and Management Studies University of Kelaniya, Sri Lanka, 2020) Mylvaganam, K.; Herath, H. M. R. P.
The purpose of this study is to identify the factors that build employee trust in organizational leadership and the factors that form employee distrust in organizational leadership within the Sri Lankan private higher education industry. In addition, the study also reviewed the relationship between the outcomes of trust in organizational leadership and distrust in organizational leadership with transformative change initiatives within the Sri Lankan private higher education industry. The study reviewed the most recent and relevant literature on leadership trustworthiness to analyze the research problem of transforming the Sri Lankan private higher education industry without compromising the employee’s trust. A systematic literature review (SLR) was adopted to identify, appraise, and synthesize all the evidence to answer the purpose of this study. The systematic literature review (SLR) was mainly carried out based on literature published between the period of 1990 to 2020. The critical antecedent factors that were identified to be essential to build employee trust in organizational leadership included the leader’s ability, benevolence, integrity, and value alignment. Furthermore, the factors that were identified to break trust or form distrust with organizational leadership included continuous monitoring of employees and lack of autonomy given to employees. Trust in organizational leadership is identified to have various behavioral, performance and attitudinal outcomes in organizations. This included organizational citizenship behavior, organizational performance, job satisfaction, organizational commitment, turnover intentions, learning, knowledge sharing and followership. On the other hand, distrust in organizational leadership is identified to have various negative consequences. This included formation of a culture of parochialism, secrecy, finger pointing, self-protective behaviors and destructive behaviors such as neglect and sabotage. The main contribution of this study is that it enhances the understanding of trust in organizational leadership and its relevance to organizational transformation while adding significant theoretical contribution to theories such as social exchange theory, leader member exchange theory and transformational leadership theory. The limitation of this study is that the employee’s trust in organizational leadership literature contains pivotal antecedents related to organizational factors, relational factors and individual factors. However, due to the time constraints of this study, all the pivotal antecedents related to these factors were not identified in this study. Hence, this study only included the antecedents that were only related to organizational leadership behavior.
The Impact of Experiential Marketing on the Customer Patronising Behaviour: Special Reference to Sri Lankan Modern Trade Industry and Moderating Effect of Store Personality
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024) Dabarera, W. D. M.; Herath, H. M. R. P.
The aim of this research is to investigate how experiential marketing impacts customer patronising behaviour, with a focus on the moderating effect of store personality. Nowadays, people do not just go to supermarkets to shop but also to have a unique experience and gain spontaneous excitement. This trend highlights the growing importance of experiential marketing to create value for customers. To achieve our research objectives, researchers utilised a quantitative approach and collected data from 405 respondents who have visited modern trade in and around Sri Lanka. The researcher used a Google Form as a web-based survey to administer the questionnaire. The results of the study show that there is a significant impact of experiential marketing on customer patronising behaviour. Modern trade managers can use these findings to gain a deeper understanding of their visitors' experiences, promote their services more efficiently, and formulate marketing strategies in order to maximise customer patronage. Ultimately, this can lead to improved repurchase intentions from customers. From a practical standpoint, the research indicates that supermarkets can enhance consumer satisfaction and loyalty, as well as raise repurchase intentions, by implementing experiential marketing methods. The focus on store personality as a moderating element suggests that the unique traits and reputation of the modern trade influence how experiential marketing affects consumer patronising behaviour.
The Impact of Experiential Marketing on the Customer Perceived Value in Restaurant Industry: Mediating Role of Customer Satisfaction of Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024) Sumithraarachchi, D. C.; Herath, H. M. R. P.
This study seeks to examine the aftermath of experiential marketing on customer distinguish value within the restaurant terrain situated in the area of the Colombo district. During modern times, a notable evolution Specifically in the restaurant sector is visible, where contributors no longer only frequent dining establishments for nutrition but also seek an exceptional temporal engagement, thereby eliciting spontaneous excitement. This evolving sample underscores the spiral significance of experiential marketing initiatives as vital mechanisms for giving rise to value for discerning customers. A quantitative method was used in order to achieve relevant research objectives, according to reports data had been collected from a supporter of 291 respondents domiciled within the Colombo District, who had previously patronised restaurants situated in the immediate area. A web-based survey instrument, hosted on a Google Form, served as the medium for quiz management. The factual findings of the study back up a statistically significant impact of experiential marketing on customer perceived value. Moreover, the study discovers a enhances level of customer perceived value within the perspective of restaurant experiences. Nonetheless, the managerial ranks of restaurants can leverage the insights derived from this study to attain a more extreme understanding of visitor experiences. Investing in understanding guest experiences becomes a powerful investment in the future, paving the way for impactful promotions, effective marketing efforts, and a thriving customer base that perceives the full value restaurants offer.
Impact of Facebook Marketing on Brand Awareness: With Special Reference to Fast Moving Consumer Goods Industry in Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022) Dilhani, E. D. A.; Herath, H. M. R. P.
The purpose of this research study was to examine the impact of Facebook marketing tools on brand awareness, with a specific focus on the fast-moving consumer goods industry. The research addressed the issue of how Facebook marketing tools influence brand awareness within this industry. A literature review revealed a research gap, which this study aimed to address. Based on the independent variables identified from the literature, a conceptual framework was constructed, and five hypotheses were formulated. The research design employed both exploratory and descriptive approaches, utilizing a mixed-methods strategy to discuss the results. A sample of 350 individuals was selected from a population of five million in the Western Province for analytical convenience. A stratified sampling technique was used to gather primary data through Google Forms, supplemented by secondary data. Descriptive statistical tools were applied for data presentation, while correlation and multiple regression analyses were conducted using SPSS version 26. The findings indicated a moderate relationship between User-Generated Content (UGC) and brand awareness. It was concluded that UGC and brand equity can mutually benefit from and enhance each other. Successful managers are advised to review and adapt their operational strategies to maximize the benefits derived from these relationships.
The Impact of Facebook Marketing on Brand Equity and Purchase Intention of Beauty Care Brands in Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Siriwardhana, R. G. C. M.; Herath, H. M. R. P.
Organizations frequently use social media platforms like Facebook, Instagram, Tik Tok, and YouTube to improve brand communication and disseminate product information to consumers. However, there has been a small amount of research in the past, and it seems that not much attention has been paid to study how Facebook marketing affects the brand equity and purchase intention of beauty care brands. The purpose of the study therefore is to fill in the gap in the literature on how firm-generated and user-generated social media communication affect brand equity and purchase intention of beauty care brands trough Facebook. The study was conducted through 356 users who are engaged in Facebook and already liked at least one beauty care brand and data were collected through an online survey. Data sets were generated using a standardized online survey and analyzed using SPSS version 22.0. The findings demonstrate that User-generated communication and Firm-generated communication have a positive impact with brand equity, brand equity has positive impact with purchase intention. The results further indicate that social media marketing has a positive impact on purchase intention. Further, the findings contribute to understanding the impact of Facebook marketing on brand equity and purchase intention of beauty care brands in Sri Lanka.
Impact of Facebook Marketing on Brand Trust with Special Reference to Sri Lankan Tourist Hotels
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Weerakoon, W. R. M. P.; Herath, H. M. R. P.
Social media is an emerging trend of marketing in today’s context. It can be seen that many organizations use Facebook to engage with people, build brand awareness, and brand trust towards their brand names. Thus, this study was quantitative in nature; the researcher used the deductive research approach. The study was conducted with a sample of 262 Facebook users, selected following the convenience sampling method. A structured questionnaire was distributed among the selected sample. The independent variable is Facebook marketing, and the dependent variable is brand trust. The variable of Facebook marketing measured through the dimensions of compliance, internalization, and identification. To test the developed hypotheses a correlation analysis and linear regression analysis were used. As per the Pearson correlation, a positive relationship was found between each variable and brand trust. Further, it discovered a significant impact of each variable on the brand trust with special reference to Sri Lankan tourist hotels. The study provokes valuable insights that marketing professionals, government bodies, and tourist organizations can use when developing their online marketing campaigns. Online strategies of tourist hotel brands should be wisely managed. The investments should be engaged in effective Facebook marketing activities to build brand trust and grab tourist attraction. Further, the study has revealed that there are some limitations in the study, such as poor generalizability of results due to the small sample size and respondents’ fraudulent answers.
Impact of Green Marketing on Brand Loyalty: Examining the Mediating Effect of Green Knowledge with Special Reference to Supermarket Chains in Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024) Dhuveeshan, M; Herath, H. M. R. P.
With modernised consumer buying behaviour patterns, marketers have also changed their approach to marketing, and the green marketing concept has emerged as a new trend among all businesses because of global warming and also among consumers within the Sri Lankan supermarket industry. Thus, this study tries to interpret the impact of green marketing on brand loyalty by paying special attention to the mediating effect of green knowledge. It has developed the research model, followed by a systematic literature review. As a quantitative research strategy, it used a structured questionnaire to obtain primary data from the sample. Finally, it was able to collect 379 responses by adopting a convenience sampling method, which falls under non-probability sampling. The findings of the study demonstrate that green marketing has a positive and significant impact on brand loyalty, while green knowledge has positively and significantly mediated the impact made by green marketing on brand loyalty. This research helps both consumers and marketers identify the strategies that can be used by companies in the Sri Lankan supermarket industry and gives some recommendations for the effective use of this green marketing.
Impact of Instagram Influencer Endorsements on Consumer Purchase Intention with an Emphasis on Local Athleisure Brands in Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024) Samaradiwakara, H. S.; Herath, H. M. R. P.
In the realm of local athleisure brands within Sri Lanka, the impact of Instagram influencer endorsements on consumer purchase intention remains a relatively unexplored territory. This research aims to address this gap in knowledge by providing valuable insights into the effectiveness of influencer marketing strategies in the Sri Lankan athleisure market, shedding light on this under-researched area. Drawing upon a quantitative research design, the study employed non-probability sampling and distributed a structured questionnaire via Google Forms. The questionnaire incorporated 5-point Likert scales to capture respondents' perceptions. A robust dataset comprising 390 responses was collected from individuals aged 18 to 55 years and older. The consumers of the Western province of Sri Lanka serve as the population of interest for this research, who actively use Instagram as a social media platform and exhibit a keen interest in local athleisure brands, forming a target demographic likely to be influenced by Instagram influencer endorsements. However, due to the limited existing research on the population, reliable information regarding its size remains unavailable. The results of the study revealed that factors such as likeability, expertise, and attractiveness associated with Instagram influencer endorsements have a positive and significant impact on consumers' purchase intentions for local athleisure brands within the Sri Lankan market. However, interestingly, the credibility factor was found to have no significant impact on consumers' purchase intentions. The insights gained from this research will assist local athleisure brands in formulating effective marketing strategies to leverage the power of Instagram influencers, capitalising on factors such as likeability, expertise, and attractiveness.
Impact of Logistics Performance on Customer Satisfaction: Special Reference to Online Retailing of FMCG Products
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Nawzer, M Nasih; Herath, H. M. R. P.
Online retailing is an emerging trend of marketing. This study’s main purpose was to analyze the impact of logistics performance on online retail stores’ customer satisfaction, especially in FMCG Products. Thus, this study was quantitative in nature. The researcher has used the deductive research approach, and the study was conducted with a sample of 250 from Western Province Based, selected following convenience sampling method. A structured questionnaire was distributed among the selected sample. The independent variable is Logistics Performance, and the dependent variable is Customer Satisfaction. Logistics Performance Measured under three Dimensions; namely Delivery, Time & Security. In the meantime, Customer Satisfaction was measured using information & Pricing Dimensions. To test the developed hypotheses a correlation analysis and linear regression analysis were used. As per the Pearson correlation, a positive relationship was found between each variable and Customer Satisfaction. It discovered a significant impact on each variable to the Customer Satisfaction with special reference to FMCG. Further, the study has revealed that there are some limitations in the study, such as poor respondents’ fraudulent answers. Since the study was only conducted regarding fast-moving food product users in the Western province of Sri Lanka its applicability on a global scale is questionable due to the wide range of political, economic, socio-cultural and technological factors that need to be given due prominence.